When I think of B2B marketingRock ‘n’ roll is far from my mind. The CEO and former CEO of Video Brothers and former Touring musician Chandler Quintin brings exactly that into his strategy.
It turns out that the skills he built Warpe Tour and the opening for bands like Panic! Surprisingly, surprisingly transferred at the disco.
“This kind of experience gives me the charisma to go out there and to tell an industry like B2B,” Hey, you are boring, “he says.” B2B is really difficult to lift and cut the sound, so you need one Small rock -n ‘role, right? “
But even the roughest rock stars have a method for their madness, and Quintin says that the method of Video Brothers B2B brands is called ad -suite formula.
“One of the principles of the AD suite is to bring people through a journey because people like stories,” he explains. “You want to be entertained. We want you to remember things; The best way to do this is to tell a great story. “
The formula hits the right notes. According to Quintin, Loxo, a customer of Video Brothers, recorded an increase in sales by 46% for a quarter of a year after implementing this formula and an increase in pipeline growth by 25%.
So what’s going on with this AD suite formula? Here is a step-by-step coating:
Step 3: The follow -ups and memories
Step 1: The teaser display
While most marketers are involved in clicks and conversions, Quintin focuses on what he calls “attention matrix”.
“The audience is in the lower left corner, not to know who they are and do not take care of it. You won’t see much content either, ”he says. “Our goal as a marketer is to bring them up to the top where they know who they are, take care of what they are doing. Now you will see a lot more content. “
Imagine the 15-second teaser as an opener for a live show. It attracts the attention of the crowd and prepares them for the main act.
“We are not looking for clicks or conversions. We would like to stay in their traces and introduce them to the pain because great marketer market pain, ”says Quintin. “They do not market solutions.”
In the teaser advertising video brothers created for Loxo, the problem is a recruitment agent who tries to find the most difficult candidate so far -bigfoot!
It is short, biting, funny and exciting.
The teaser connects the problem of the brand and illuminates the business as a solution.
And in a world in which spectators, like me, only fight ads with muscles for 10 seconds, says Quintin, it’s okay when the audience does not get through the teaser. The display will simply run again.
“We don’t want to be afraid to show the same complaint twice because the ads are fun. People actually want to watch them, ”he says. “The idea exists again to bring them to a higher intention of the audience. “
And as soon as the crowd is warmed up, it’s time for the headliner: the heroic display.
Step 2: The heroic display
If you were in a concert, you know that the headliner usually has the longest set. The same applies to heroic ads in the AD Suite formula.
The Hero display is about 30 seconds long and is an independent narrative of front-to-back story, which introduces the problem and refines the brand as a solution.
“It’s all in this unforgettable, fun environment,” says Quintin.
Loxos Hero display is an excellent example. The recruiters are looking for bigfoot as an applicant. Of course, bigfoot is not easy to find. Note how the ad shows the recruiters who discuss the tools that Loxo offers to lead them to Bigfoot.
Okay, you saw the opener and headliner. That has to mean the end of the show, right? No! It’s time for the encore.
Step 3: The follow -ups and memories
After the hero display gives the audience the whole story, they are treated according to follow-up and memory ads. The follow-up display shows the positive transformation that the brand offers and closes the audience in terms of history.
In the following Loxo-Follow-up we see that recruiters Bigfoot have finally reached a video call and prepare to send him to the HR manager.
The story may be over, but the work is not. Video brothers will use souvenir ads to keep the audience in harmony.
“The memory AD plays in psychology to need memories and signs to see things,” says Quintin. “You will set a lot of information in your daily life, but the signs will stand out from you.”
Memory advertisements last about 6 seconds. Like Stop signs and green lights, they convey an action that the brand wants to go out. This campaign could be to make a call, make an appointment or to visit the brand’s website.
“Think of souvenir ads as video advertising boards where you can quickly scroll on it. However, since your brain recognizes the patterns from the earlier ads, you unconsciously know that you see ads from this company,” explains Quintin.
If the audience sees the ads enough, they finally become curious enough to explore their brand or visit their website. Just make sure your website is not a disappointment.
Bonus track: The target page
I can’t tell you how often I went to a concert, fell in love with a band and then decided to visit your Merch table just to be underwhelmed by the objects.
No business wants his audience to be disappointed by a boring website. That is why Quintin says that the visual aspects of the AD suite formula are of crucial importance.
“The only thing that many marketers do wrong is that they have these great ads and send someone to a boring target page with a form fill,” he explains. “You just entertained them and now bait and change them by bringing them to a boring website to ask for information.”
In order to avoid this problem, Video Brothers’ customers often have topics to continue fun. For example, the AD Suite for ACT, another client for video brothers, plays like a law on the right and order.
“There is an investigation, the characters look at the office of a small business owner and chaos everywhere,” says Quintin. “They don’t even promote their domain. You don’t say: “Visit us at act.com.” You go to ‘solvemychaos.com. “
At Solvemychaos.com, visitors see a mysterious target page with the inscription “The examination continues.” The website holds the Mystery/Crime theme and shows how the company solves the problems of its customers.
The meaning of the AD suite formula is to make your brand unforgettable and to delight your audience from start to finish.
“If you are not unforgettable, you won’t be the first thought if it is time for this audience to solve your pain,” says Quintin. “And if you are not your first thought, you will rarely be on your consideration of your consideration a day and then you will not win any of the races in which you are.”
